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How to become an excellent clothing shopping guide?

1. What are the criteria for measuring a successful shopping guide?

First of all, he must be a good employee who is loyal to his duties. Faithfully implement the policies of the company; Maintain company image and brand reputation; Properly handle all kinds of relationships, which is the basic standard to be a good employee; Second, he must be an expert in shopping guide. Have good sales performance; Get the support of company colleagues; The customer's satisfaction with it is very high, which is the standard to rise to a successful employee.

Second, how to satisfy customers

The formation of customer satisfaction is mainly influenced by customer expectation, customer perceived product value, customer perceived service value and customer purchase cost.

Experience, experience, word of mouth, seller's commitment, competitor information, etc. Constitute customer expectations. If the value of products and services perceived by customers is higher than expected, they will be satisfied and repeat the purchase. Visible, in the case of unchangeable product value, the service value embodied by shopping guide is how important it is to improve customer satisfaction.

Service quality mainly includes technical quality, that is, output quality (products and gifts), which is objective, and functional quality, that is, process quality (attitude, dress, words and deeds), which is subjective and reflects the personal quality of shopping guides.

Customer's evaluation of service quality is based on five aspects: reliability, responsiveness, safety, empathy and substance.

If customers are very satisfied with the above five aspects, then the shopping guide provides customers with what we call "quality service". Excellent service means that the customer feels that the service quality based on the above five aspects is greater than his expected service quality. The process of this psychological activity is dynamic. The perception of what you see and hear is the continuous accumulation of customers. Quality service is an important source of customer satisfaction, and the pursuit of quality service is endless.

3. What knowledge structure and shopping guide skills should a shopping guide have?

The knowledge structure needed for a successful shopping guide: ① enterprise knowledge: product line and its length, depth and width; Corporate culture, history and vision. ② Product knowledge: Very familiar with the performance, characteristics, operation demonstration and maintenance of each product; Understand and master the company's product-related business policies. 3 marketing knowledge: how to do brand promotion activities. ④ Psychological knowledge: Understand the purchasing psychology of customers. ⑤ Public relations etiquette knowledge: how to communicate with people and how to show your image.

The shopping guide plays a very important role in the process of customers' purchase: first of all, he is a service expert and marketing representative (organizer), who can guide customers to shop. Secondly, he should be the representative and ambassador of the customer's position, consider the customer's needs, and let the customer perceive from his words and deeds that the product is the most suitable for him. Role positioning is a very important part of shopping guide skills. Successful shopping guide also needs to master a series of basic skills such as product demonstration, operation skills and communication skills.

Because the standard of quality service is endless, the improvement of shopping guide skills is closely related to every shopping guide. Today's quality service is not necessarily tomorrow. How to improve shopping guide skills? This may be the most concerned issue for shopping guides, including successful shopping guides.

First of all, we should be prepared before shopping guide. The initiator, influencer, decision-maker, buyer and user of the purchase must understand what the customer says and does, so as to find the breakthrough point. Secondly, we need to thoroughly understand the customer's buying process.

Need to know, collect information, choose, plan evaluation, purchase decision, post-purchase behavior, these are the basis of upgrading skills. Only by truly understanding the customer's purchase process can we provide different services with the progress of the customer's purchase process. Third, program some basic shopping guide processes.

Shopping guide trilogy:

Step 1: greet and receive customers warmly and thoughtfully, communicate with customers as soon as possible, show professional image (neat uniform, use Mandarin, introduce yourself), treat customers politely (smile, stare, polite language), keep a certain distance (leave customers a certain space and time), and take care of their peers;

Step 2: Communicate (discuss) with customers wholeheartedly, be confident in contacting customers, be careful in observing customers, be sincere in caring for customers, be tempted by interests, be careful in product display, be patient in communicating with customers, grasp customers' curiosity, make good use of customers' herd mentality, handle objections carefully, and have a normal mind about customers' purchase decisions;

Step 3: Promote the purchase. Seize the opportunity of the transaction, skillfully promote the purchase, testing, inspection, invoicing and assistance in payment, seeing off customers and returning to customers.

Tough personality, rich knowledge and service-oriented spirit are the three basic qualities necessary for a successful shopping guide.

A shopping guide refers to a person who leads customers to buy and promote product sales through on-site service at a retail terminal. They are:

First, the image spokesperson

The shopping guide communicates directly with customers face to face, and our every move, words and deeds represent the image of the enterprise (brand) in the eyes of customers.

Second, the bridge of communication.

Shopping guide is a bridge between enterprises (brands) and consumers. On the one hand, it conveys brand news to consumers, on the other hand, it conveys consumers' opinions, suggestions and hopes to enterprises, so as to better serve consumers. Products are very important, but we think: your double products are more important. Because products can't communicate with customers, only you can establish a good communication relationship with customers and convey the information of enterprises completely and accurately.

Third, realize sales.

Nowadays, product terminals have become the focus of market competition. Whoever wins the terminal wins the customer. Terminal shopping guide plays an important role, and personal quality and shopping guide skills directly determine terminal sales.

Fourth, service ambassadors.

After fully understanding the characteristics, uses, services and brand values of the goods sold, the shopping guides provide customers with the best services, suggestions and help in time, and conquer customers and overwhelm competitors with excellent services. Potential customers are generated by the enthusiasm and smile of the shopping guide.

Five, the characteristics of excellent shopping guides

1, from the company's perspective:

Positive working attitude; Full of enthusiasm for work; Ability to work independently; Good man-machine relationship; Excellent team spirit.

2. From the customer's point of view:

A neat appearance; Be polite; Patience; Friendly, cordial and enthusiastic attitude; Focus on service; Answer questions; Care about the interests, opinions and requirements of customers.

With the enrichment and homogenization of products, people always face many choices when they consume. At present, some industrial products such as electrical appliances, if you don't have certain professional knowledge, it is difficult to choose the products that suit you. Moreover, there are many products on the market, which requires consumers to have professionals as consultants when purchasing products. Therefore, the sales method of consultants has become popular in the industrial consumer goods industry. Fashion belongs to fashion, but there are not many promotional activities of consulting sales in shopping malls. When facing customers, many salespeople will only talk about how good their products are, and rarely take into account customers' feelings or recommend products to customers from their perspective. To this end, the author interviewed many front-line promoters with outstanding performance, summed up their experience, and thought that to do a good job in consultation and shopping guide, we need to pay attention to the following five aspects. In order to make readers have a more perceptual understanding, the author uses cases to illustrate each premise. These cases are the personal experiences of excellent promoters, hoping to draw inferences from other cases.

First: give customers a sense of trust.

Honesty has become a principle of doing business in today's society, because there are too many people in the business world who don't talk about honesty. Therefore, a salesman who faces consumers every day can make customers feel trust, which is the first step of her (his) success. If the promoter can make the customer feel intimate with her (him) and trust her (him), then it will be twice the result with half the effort for the promoter to complete the sales task. This requires that the promotion should have a peaceful mind, not be too hasty, and not have words and deeds that belittle other brands, otherwise it will cause resentment to customers and dispel the desire to buy.

Case: There was not much traffic that afternoon, and there were only a few customers in the whole mall. I just finished moving the goods and was standing at the gate of the mall when I saw a couple driving a car to the mall. As soon as the customer got into the mall, he asked me where the German-Italian counter was, saying that he wanted to buy German-Italian range hoods, cookers, Kangbao disinfection cabinets and Panasonic water heaters. At that time, I immediately had an idea. This customer is driving a car, and he is sure to buy a high-priced range hood, and this customer has specified the brand to buy. I think, should I strive for other buyers' products or give up? As an excellent salesman, you should not miss any opportunity. I decided to fight for it. I first took the customer to the Panasonic water heater and helped him choose the right water heater. In the process of talking with him and them, I found that the couple knew nothing about the brand and product function of household appliances. He said that he wanted to buy a German-Italian range hood only after being introduced by a friend, which made me more confident in further striving for orders. Although Tai Fang doesn't sell water heaters, I am familiar with them. After asking the customer whether to install it indoors or outdoors, whether to use it in one shower room or two shower rooms, I finally helped the customer choose the 10 liter balanced water heater. Customers are very satisfied with this water heater. At this time, the customer has already had a good impression on me. I told the customer that I would show you the disinfection cabinet. When I came to the Kangbao counter, the customer wanted to buy a sleeping cabinet. After listening to the introduction of Kangbao promoters, I looked at the price, which was probably 1.200 yuan, and I felt dissatisfied. The customer asked me what brand of disinfection cabinet I had. At this time, I already feel that my customers trust me more. I think this customer may think Kangbao's disinfection cabinet is too cheap. I immediately said, "Let me show you the Tai Fang disinfection cabinet." Then, Tai Fang disinfection cabinet is introduced. Its advantage is that it can kill hepatitis B virus at room temperature, reaching the highest national two-star standard. When we were introduced here, we just walked to the counter of Tai Fang products. I showed the relevant national certification materials to the customer in time, and then recommended the disinfection cabinet in Tai Fang to the customer. After seeing my detailed and sincere introduction, the customer approved my suggestion and decided to buy this disinfection cabinet. At this time, the customer asked me to show them the range hoods and cookers in Germany and Italy. I think I have fully gained the trust of my customers, so I recommend Tai Fang to them. I also explained to them the performance and after-sales service of Tai Fang range hood products, and said that Tai Fang has a set of three series of Yinjia. The appearance of these three products is very natural, very textured, and the three matching shapes are very harmonious. These three models are absolutely impossible to buy. The customer saw the product and was very satisfied after listening to my introduction. They bought it on the spot and left to see the proud product. They also said, "Little girl, thank you for your good service. If a friend wants to buy electrical appliances, I will definitely bring them to you. "

Second: explain it to customers in detail and patiently.

Since you want to be a consumer's shopping consultant, you should be able to explain the relevant product knowledge and after-sales service to customers in detail and patiently. Careful patience is the quality of service personnel, and it is also the magic weapon for mall promoters to successfully complete sales tasks. Details and patience are the means for promoters to get closer to customers, and they often make you get unexpected gains from them.

Case: That night, a middle-aged woman came to my counter alone. I greeted her with a smile and said to her, "Hello, Aunt! Please feel free to look around. This is the product counter of Tai Fang Company. " Then, when I saw her eyes, I looked at our 199-T2 model. I can see from her eyes that she is very interested in this model. So, I asked her with a tentative mind, is the home newly renovated? Her answer was yes, and she told me that she didn't know which range hood had better smoking effect. Based on my understanding of the 199-T2 model and my judgment of her eyes just now, I gave her a detailed explanation from the airtight test to the turbine disassembly. Then I learned the size of her kitchen from her, and finally I said to her, "Aunt, you can't go wrong if you believe me." Needless to say, in her feelings, we coincide. She smiled brightly and said to me, "Little girl, you have to explain it in such detail. Who do you believe? " Please help me choose another stove. "I did my duty and immediately recommended one of our best stoves to her, and she accepted it happily. Unexpectedly, in the end, she told me that she was not going to buy it tonight, just wanted to see it, and the money was not ready. She said she would buy it in two days. Although I was a little lost in my heart, I was happy to say to her, "No problem, I'm glad to serve you. "Then, I sent her to the mall elevator. Three days have passed, and I haven't seen her yet. On the fourth night of my disappointment, she came to me with her wife. As soon as they met, she smiled and said, "I told my wife about the products I learned from you last time. My wife said before listening to me, well, learn this. Hahaha! As a matter of fact, we were here yesterday and couldn't find you. My wife said she would wait until you came. He said you are a good boy. "

Third, we should teach customers to use products correctly.

Teaching customers to use products correctly is the basic requirement of promoters, but it often happens that promoters forget to do it after selling goods. If customers can't use the products correctly or don't master the basic maintenance knowledge, it will easily lead to consumers' dissatisfaction with the manufacturers. You are lucky to handle it well, and you will regret it if you don't handle it well.

Case: One night, a couple and her friends came to the counter in Tai Fang. I went to say hello to them, but they ignored me as if they didn't hear my greeting. But their friends told themselves that Tai Fang range hoods were also used at home, and the effect was just so-so, and the price was not low. I immediately asked her how long she had bought a range hood. She told me that she had bought it for almost four years, that the new machine was ok, and then she gradually died. I asked her if she had taken the turbine apart and cleaned it. She was surprised! He also asked me, "Does the turbine still need cleaning?" I said, "Of course, the lampblack is sticky after all. After a long time, the motor bearing will be stained with oil, the speed will be reduced, and the suction will be reduced. " Some of her friends are here to buy kitchen utensils. They have been standing in on our conversation. After I explained it to the lady, I immediately shifted my target to the couple and tentatively asked them if they wanted to buy a European-style machine or a deep-mold machine. When I decided that they should choose the European machine, I recommended a set of d5g 4+HJL+yj9y to them, and then explained them in detail, from product function to work effect, from material selection to process production, and finally to every detail of use. I also made a demonstration while talking. Later, I thought it was a little expensive, so I went to the counters of other brands. About a quarter of an hour later, they came back to buy it again. Without saying anything, they bought the three-piece suit I just recommended to them. I'm thinking, if I hadn't heard their friends say that her range hood didn't work well, or didn't come forward to explain it in time, they would definitely think that our products were not good and would be dissatisfied, and then they might no longer accept our products. That was close!

Fourth: be familiar with all the competitive products in the mall.

In the process of sales, promoters should be honest and become consultants to consumers. Besides knowing their own products, they should also be familiar with all the products that compete with you in the mall. This is the capital for excellent promoters to become consumer shopping consultants. It is precisely because of this capital that promoters have the ability to let customers know clearly which products they should choose. Only by knowing the competitors' situation and knowing ourselves, can we know what we know, the promoters' voices can be loud, they can appear confident, they can suppress each other and gain the trust of customers.

Case: Once, a customer came to the counter of Electrolux and me, and the promoter in Electrolux introduced the customer first. "hello! Please have a look, this is the Electrolux counter. " The customer said, "I want to find the one with the best suction." The promoter in Electrolux recommended a product to the customer and said, "This product is very attractive, with a power of 2 18 watts." The customer asked, "Yes, 2 18 watts should be very attractive, right?" Iraqi promoters seized this opportunity and continued to brag about their attractiveness. After a while, the customer said, "OK, let me compare." Then come to my counter. I immediately seized the opportunity to recommend our future range of range hoods to customers. The customer took a fancy to one of our products at a glance. I said the first sentence, "Hello, please know about this product. It is a range hood with a power of 250 watts." As soon as the customer heard 250 watts, he immediately asked, "Is there such a big power?" I said, "No." The customer was even more surprised and asked, "Then why did you say 250 watts?" I said, "What you need is the motor power of the range hood, not the power of the light bulb. Of course I know. However, when someone introduced you just now, I added a light bulb power supply to introduce you. I just learned. " The customer immediately turned to the Iraqi promoter and asked, "Did you just introduce me to the power of light bulbs?" Iraqi promoters dare not cheat customers, so they have to say they have added. The customer then asked him, how powerful is yours? Yi Shuo 100 watt. The customer said 100 or so. He said it was less than 200 watts. The customer got a little angry and asked, "How many watts are you? Why are you dishonest? " The customer asked me how powerful my product was, and I said199W. The customer asked where I could see it, and I showed him the number in the middle of the model, which was pure motor power in the street. The customer looks at it, yo! Iraq has only 168 watts. The sponsor of Iraq came to rob again. He said, "Mine is tens of watts smaller than others, which saves electricity." I also countered: "Sir, how much does it cost to decorate a kitchen?" ? Do you have to save a few cents every time? Or do you want to smoke the lampblack clean? Now you have saved hundreds of dollars to buy a range hood that can't exhaust oil smoke, but after a long time, you will find that your kitchen is beginning to yellow and age. Why? Because it was destroyed by the range hood, this is called penny wise and pound foolish. Tai Fang is one of the best-selling brands in China every year, and its appeal is naturally as good as other brands. "Finally, we persuaded our customers to buy our products.

Fifth: play wishful thinking for customers.

When an excellent promoter makes consulting sales promotion for customers, she (he) not only introduces the performance of the products and the services of the company, but more importantly, she (he) will also help the customers make wishful thinking. She (he) will stand on the consumer's point of view, fully grasp the customer's psychology, guide the customer and complete the sales. This is often the difference between excellent consultant promoters and ordinary promoters.

Case: there is such a customer, aged about 30-40 years old, who dresses simply and casually. You can see at a glance that he is not a very rich man. He spent a long time in the shopping mall, mainly looking at some low-priced range hoods, such as Qitian, Kangbao and Yin Tian. Later, he went to Omori's cupboard, and Omori's promoter told him that he could get a cooker for free by buying a range hood and a disinfection cabinet at the same time, which only cost customers about 3,000 yuan. I read it, and I feel that this customer wants to buy a three-piece suit, and the price is affordable. No matter how high it is, it should not be bought. I feel that this customer also knows some kitchen appliances and wants to buy Omori's, but he feels that Omori's reputation is not big enough and he is afraid of poor quality. Such customers actually want to buy it in their hearts, but they don't have much money to make a budget. I'm ready now, that is, waiting for customers to come to my side. Sure enough, customers didn't buy Omori's products, but came to see Tai Fang's products. As soon as he came, he said that Mrs. Fang's things were too expensive. I immediately followed his words and explained: "The buyer is too close to the range hood and stove, only 2290 yuan." I also showed him the product promotional materials, saying that Tai Fang has the advantages of matching range hoods and kitchens, and that Guangdong has perfect after-sales service. At the same time, I was thinking to myself: "If a customer buys a three-piece set of 2290 yuan plus a disinfection cabinet, it will cost at least 3800 yuan. This customer should not buy it, which is beyond his budget. I have to tell him that range hoods and stoves are often used in the kitchen. Be sure to buy a good one and rest assured when using it. Disinfection cabinets are not so important, and manufacturers who specialize in disinfection cabinets are generally cost-effective. " So, I suggested that he buy a disinfection cabinet with other brands of digital display, 845 yuan, plus Tai Fang range hood and cooker, a * * *, only 3 100 yuan, and also bought a brand-name product such as Fang. Well, this customer listened, thought about it, compared it, agreed with my opinion and finally bought my two-piece suit.

The five points for attention in consulting sales seem simple, but it is not easy to learn to use them maturely. It not only requires promoters to have a full understanding of the products they sell, but also needs to have certain professional sales skills and rich practical experience.

The improvement of the quality of the shopping guide team, the management of stores and the promotion of terminals are the most direct factors that determine the retail volume of a single store, but many manufacturers can't do it well. Now the secondary reorganization and high intensification of sales channels make us have to pay attention to the single-store retail effect of terminal stores. Therefore, whoever has a prominent market share in the sales channel will win the terminal to a certain extent.

So what is the main factor that determines the retail volume of a single store? Obviously, it should be "brand pull" and "channel and terminal thrust". However, we often can't change the brand pull, at least it is impossible to see the effect in a short time. Therefore, the thrust of channels and terminals is precious for the promotion of single-store retail volume. In order to improve the thrust of the terminal market, we need to start with the improvement of the quality of the shopping guide team, the management of the store and the promotion of the terminal (including the activation of the promotion store with deepening customer relationship), because these three are the most direct factors that determine the retail volume of a single store. However, it is impossible for the sales manager and others to track all the store activities that improve performance-if the sales manager represents the first-line execution of the enterprise marketing strategy, then the activities of the store shopping guide represent the first-line execution of the sales manager. The fact is often that it's not that sales managers don't understand the operation of stores, but that their business plans are rarely effectively implemented.

At present, the promotion activities in shops are one after another, and sometimes people are numb to the word "promotion". To make matters worse, salespeople completely regard "promotion" as "sales promotion", but it is easy to arouse customers' resentment. It is better to change the promoter into a "shopping guide" from the customer's point of view-this is a change of concept. You know, the hypermarket has positioned itself as a "customer spokesperson" from the beginning. If you don't start from the customer's point of view, how to correct the attitude of dealing with supermarkets?

So, what is a shopping guide? What's the difference between a shopping guide and a salesperson or promoter?

(A) the job responsibilities of the shopping guide

Generally speaking, the duties of a shopping guide are divided into two parts: "duties relative to customers" and "duties relative to enterprises": a. duties relative to customers. Mainly to provide services to customers and help them make the best choice. As a shopping guide, it is important to help customers, ask customers about their interest in goods, and sell them decisively, so as to achieve the purpose of clinching a deal.

We can usually help customers in the following ways:

1. Help customers choose the goods that best meet their needs;

2. Actively introduce product functions to customers;

3. Explain to the customer the benefits that will be brought to him after purchasing this product;

4. Answer customers' questions about commodities;

5. Persuade customers to make up their minds to buy this product;

6. Recommend other goods and services to customers;

7. Persuading customers to buy such goods is a wise choice;

8. Help customers decisively when they are hesitant.

A good shopping guide can provide customers with a lot of useful information, give many good ideas and put forward many good suggestions, which can help customers choose their favorite goods.

B. Responsibility to enterprises

1. The purpose of promoting the brand is to save time for customers-he can quickly judge the guarantee of quality and grade through the brand. However, the establishment of the brand is driven by the first-line shopping guide. Therefore, the shopping guide should not only sell products to customers, but also sell the brands behind the products. When introducing the brand value of products fluently, he should show a kind of brand promise, so that customers can not only buy their own products, but also buy a rest assured.

To this end, the shopping guide should do the following work:

(1) Promote brand products and corporate image to consumers through communication with consumers in the store, and improve brand awareness;

② Distribute all kinds of promotional materials and promotional items of the brand in the store.

2. Product sales use various sales and service skills to improve consumers' desire to buy and realize more sales.

3. Do a good job in the vividness of the store, the display of products and the maintenance of POP, and keep the products and promotional items clean and standardized.

4. Collecting information The shopping guide should use the favorable conditions of dealing directly with customers and competing products in the store to collect information in various ways and feed it back to the company. This work is divided into:

(1) Collect customers' expectations and suggestions on products, properly handle customer objections in time, and report to the supervisor in time;

(2) Collect information on products, prices and market activities of competitive brands and report to the supervisor in time;

(3) Collect the store's requirements and suggestions on the company's brand, report to the supervisor in time, establish and maintain a good customer relationship with the store, and get the best promotion support;

Understand the sales, inventory and replenishment needs of the store and report to the supervisor and dealer in time.

5. Drive terminal sales staff or waiters to do a good job in selling this product. Shopping guides should not only do their own sales well, but also drive the salespersons and service personnel in terminal stores to do their own product sales well. To this end, the shopping guide should do:

(1) Transfer product knowledge and enterprise information, and introduce your company and product information to the terminal clerk, so that they can make good sales on the basis of knowing the situation;

(2) Demonstration: the shopping guide can demonstrate sales and teach the terminal clerk how to sell their own products;

③ Contact feelings: communicate feelings with the terminal clerk to stimulate their sales enthusiasm;

④ Interest incentives: giving gifts, samples, rebates, holding sales competitions, etc.

6. Fill in the report to complete the daily, weekly and monthly sales report and other administrative work, and submit it to the supervisor on time.

7. Other temporary tasks arranged by the supervisor and related work arranged by the mall.